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MLB has expanded its partnership with YouTube TV that was started last year as part of the 2017 World Series.

Major League Baseball has expanded its partnership with the cable-free live-TV service YouTube TV. As part of the deal, MLB Network, the league-owned 24/7/365 network for all things baseball, will be on YouTube TV starting today.

Just prior to the 2017 Fall Classic between the Houston Astros and Los Angeles Dodgers, YouTube TV became the first presenting sponsor of the World Series. As part of the expanded partnership with the league, YouTube TV will return as the presenting sponsor for the 2018 and 2019 World Series.

As part of the partnership, YouTube TV will have a season-long “First Pitch” sponsorship in which the first pitch for games on YouTube TV and MLB.TV will be brought to you by the digital, live TV service.

Activation for the expanded partnership will be across MLB.com and MLB social channels.

As was the case with the 2017 World Series deal, the partnership will incorporate a number of MLB players over the life of the agreement that will be featured on national television spots, social media, in-stadium promotions, and call-outs during games.

“YouTube brought tremendous creativity, marketing energy and innovation to the most exciting part of our year, the Postseason and World Series,” said Noah Garden, MLB Executive Vice President, Commerce. “Their engagement with our young fans, rising stars and Clubs showed that YouTube TV is a natural partner for our sport and we’re proud to build on this groundbreaking relationship. And with the addition of MLB Network and the upcoming launch of MLB.tv on the platform, our fans’ options to consume baseball continue to grow.”

Part of the attraction for MLB was the creatives that came out of the World Series. That included incorporated live footage, six-second spots with current MLB stars on YouTube and on television. Working with FOX, a two-minute live ad was seamlessly integrated into the pregame for Game 1 of the World Series where the viewer was transported out of the broadcast straight into the ad and back in. That was just one of several ways the league and YouTube TV worked to creatively activate the sponsorship. At the time, YouTube TV saw the value in partnering with MLB.

“Working with Major League Baseball has been a really innovative process for us,” said Angela Courtin, global head of YouTube TV and originals marketing said in November of last year. “That’s in the spirit of why we created YouTube TV.”

That worked to move the expanded partnership forward.

“Our historic partnership with MLB was a first of its kind. From live programming morphing into a YouTube TV spot, to prominent in-stadium placements, our innovative partnership allowed us to build awareness for YouTube TV and have a voice during one of the biggest live sporting events of the year,” said Courtin of the new expanded partnership. “MLB has been a great long-term partner and we are excited to renew our World Series partnership as well as play a role in games throughout the season with the inaugural First Pitch sponsorship, bringing more ways for fans to enjoy their favorite teams cable-free with YouTube TV.”

Maury Brown is the owner of Bizball, LLC, a research and analytics company, as well as a member of the BBWAA. Follow him on Twitter @BizballMaury or on Facebook.